Arts, Music

Product Placement in The Chainsmokers’ “Don’t Let Me Down” Hampers Artistic Integrity

Just after their performance at Coachella this month, the Chainsmokers have released their newest music video for their hit single “Don’t Let Me Down.” Featuring the up-and-coming 17-year-old artist Daya, the song is a comfortable departure from the synth-pop style of The Chainsmokers, instead exploring the potential of a softer form of trap-style tunes. When coupled with the directorial decisions of Marcus Kuhne, though, the video for “Don’t Let Me Down” reaches new heights of spellbinding allure.

The video begins with Andrew Taggart and Alex Pall entering their car, beginning a journey on a mountain highway. As they drive, they enter a forest, eventually coming across Daya and her band of backup dancers. The two groups stare each other down, with Taggart and Paul making the first move to leave. Without warning, Daya begins dancing, apparently convincing the car to dance right along with her. Gravity eventually seems to remove itself, as the video ends with The Chainsmokers duo suspended in thin air.

At its core, “Don’t Let Me Down” seems to walk the fine line of artistic integrity very carefully. In the first 30 seconds of the video, there are clear scars of product placement—Spotify and Level headphones are the most obvious conspirators. This creates some level of discomfort watching the video, almost as if the entire thing is a method by which Collaboration Factory can push its latest partnerships. Though it is difficult to uncover the truth of whether “Don’t Let Me Down” is a vehicle of product placement or an attempt to create art, The Chainsmokers have created an eccentric and mesmerizing video out of their Daya collaboration.

Featured Image By Columbia Records

May 4, 2016